Abstract

Abstract
This case study was conducted in the scope of the rise of artificial intelligence (AI) in today’s society and provides the answer to the following questions: How are companies following the AI technology revolution?, How are organizational culture and identity changing within companies? and Where are companies investing in order to prepare to the upcoming competitive future? To answer these questions a semi-structured interview was done with Jorge Sousa, the Head of M2M/IoT & API Management & Virtual Assistant - Network and Service Solutions Department in Altice Labs. Altice Labs is owned by the multinational Altice Group and is responsible for the innovation and development of new solutions, technologies and trends in the telecommunications area for all the Altice group. Having already won several awards such as the Dell EMC Award in 2018 and the international Technology Leadership Award in 2017. Altice Labs is in a privileged position that only a few companies are in, performing high tech R&D. From this case study we conclude that organizational Identity and Culture are changing due to the external stimulus that AI is having in the market. These changes are being implemented as a sense-giving function of the organizational leaders and spokesmen that recognize the need of staying competitive in the market. The impact on the labor force status quo, layoffs and company culture are presented, aligning the interviewee’s opinion with the current theories on company culture, offering also an analysis on the tendencies of this revolution and summarizing the interviewee’s perspectives. © Springer Nature Switzerland AG 2019.

Abstract
Hiring outstanding employees is the goal of every company. Digitalization impacted the way companies work and the environment they are surrounded by. Considering this change, employees are facing new challenges for which a concrete skill set is needed. By conducting qualitative interviews, a distinct skill set required by companies was identified. The outcome is that soft skills moved to the forefront, playing a major role when coping with the digital future. In a further step, recommendations for talent management regarding recruitment and development of high potentials are given. With the implementation of technology and the adaption to the human resources perspective, companies will be able to master digital transformation. © Springer Nature Switzerland AG 2019.

Abstract
This study is about leadership and more specifically it focuses on middle management, namely the marketing director. After a literature review, and a section explaining the methodology followed, the results of three separate studies are described. The first study is an autoethnographic essay by the author; the second study involved 14 interviews with specialists; and the third study involved a focus group with functional directors in a multinational with a presence in Portugal. The context is Portugal, a developed country, albeit one of the poorest in the European Union. The profile of a successful marketing director is developed, the role of digital technology is discussed, and the conclusion announced that there will be little loyalty towards the middle manager (the marketing director) as firm collaborators will want a higher salary, which will often mean occupying this leader’s job. On the other hand, the influence of digital technology is undeniable and is associated to a greater transparency and proximity both existent in the workplace today.

Abstract
Nowadays, workers and students preparing for a career are aware that they must constantly update their skills in order to fulfil both the market’s and companies’ demands. The environment is packed with technologies that help us by optimizing our tasks on a daily basis. However, the majority of opinions can agree that these tools may have a bigger impact on the labour market than it was ever expected. What is the future of jobs as we know them, and what impact will future technology innovations have on society? Lots of factors enter the picture when this particular topic is discussed – including the economy in general, productivity rates, salaries and expenses, people’s stress and satisfaction levels, among others. To achieve this study’s main purpose, questionnaires were distributed, which were the basis for the creation of a hypothetical model that represents our understanding of the subject considering the sample’s feedback. This study also advances our view concerning the literature review and the opinions of those surveyed, aiming to provide a strong and consistent theory of what the market labour will be; that is, which jobs are likely to lose practice, which ones may subsist, and which activities might grow with the circumstances’ influence. © 2019, Springer Nature Switzerland AG.

Abstract
The Internet has changed the way people and businesses communicate. Social media is now seen as a marketing tool, as it influences the promotion of products and helps to raise brand awareness and recognition. Indeed, companies now want to build long-term relationships with clients through online channels, as they are more convenient, faster and reach a greater public. Our article emphasizes the role of social media as a driving force to promote online businesses and build a well-known brand. However, to build and manage customers’ relationships and loyalty, brands need to develop an online communication strategy that will help to promote the brand. Our case study focuses on the success story of Josefinas, a Portuguese luxury shoe brand. It was created exclusively online and became a well-known brand due to social media and digital influencers. However, is it enough for businesses to be online? To answer this question and to analyse the major role social media played in building Josefinas, our study involved two interviews and the analysis of secondary data. © Springer Nature Switzerland AG 2019.